Phn tch mi trng marketing S thnh cng v marketing ty thuc vo vic xy dng chin lc v cc chnh sch marketing ng n (cc

biu s c th kim sot c) ph hp vi nhng thay i ca mi trng marketing (cc biu s khng th kim sot c). Mi trng marketing tiu biu cho mt lot cc th lc khng ch kim sot c m doanh nghip phi da vo xy dng chin lc v chnh sch marketing thch hp. Theo P. Kotler, mi trng marketing ca mt doanh nghip bao gm nhng tc nhn v nhng lc lng nm ngoi chc nng qun tr marketing ca doanh nghip v tc ng n kh nng qun tr marketing, trong vic pht trin cng nh duy tr cc trao i c li i vi cc khch hng mc tiu. Vic phn tch mi trng marketing s gip doanh nghip pht hin cc c hi v e da i vi hot ng marketing, v vy doanh nghip cn phi vn dng cc kh nng nghin cu ca mnh d on nhng thay i ca mi trng. Mi trng marketing c phn tch theo hai nhm yu t: mi trng vi m v mi trng v m. Mi trng vi m Mc tiu ph bin ca mi doanh nghip l phc v quyn li v tha mn nhu cu ca th trng mc tiu la chn. t c iu , doanh nghip phi lin kt vi cc nh cung cp v cc trung gian marketing tip cn khch hng mc tiu. Cc nh cung cp - doanh nghip - trung gian marketing to nn h thng marketing ct yu ca doanh nghip. Ngoi ra, hot ng marketing ca doanh nghip cn chu s tc ng ca cc i th cnh tranh v cng chng. Nh vy, mi trng vi m ca hot ng marketing l tng th cc tc nhn nh hng trc tip n hot ng marketing ca doanh nghip, bao gm: doanh nghip, cc nh cung cp, cc i th cnh tranh, cc trung gian marketing, cc khc hng v cng chng. Doanh nghip Phn tch doanh nghip vi t cch mt tc nhn thuc mi trng vi m, nh qun tr marketing s xem xt vai tr ca b phn marketing trong doanh nghip, mi quan h v tc ng h tr ca cc b phn sn xut, ti chnh, nhn s i vi b phn marketing. B phn marketing ca doanh nghip c trch nhim hoch nh v trin khai thc hin chin lc, cc k hoch, chnh sch v chng trnh marketing thng qua cc hot ng qun tr nh nghin cu marketing, qun tr nhn hiu, qun tr lc lng bn,... Cc nh qun tr marketing cng phi phi hp hot ng vi cc b phn chc nng khc nh b phn ti chnh m bo ngn sch cn thit cho vic thc thi cc k hoch marketing, phn b ngn sch cho cc sn phm, nhn hiu khc nhau v cc hot ng marketing khc; b phn nghin cu v pht trin nghin cu ci tin hay thit k sn phm mi thnh cng; b phn sn xut nhm huy ng nng lc sn xut (thit b, nhn lc) p ng yu cu sn xut theo k hoch; b phn k ton hch ton chi ph v thu nhp gip cho vic iu hnh hot ng marketing c hiu qu. Ngoi ra, cn phi nh gi kh nng marketing, nhng im mnh v im yu ca hot ng marketing ca doanh nghip so vi cc i th cnh tranh la chn chin

lc marketing cnh tranh v thit k cc chnh sch marketing ph hp. Cc nh cung cp Nh cung cp l t chc hoc c nhn kinh doanh cung cp nguyn vt liu cn thit cho vic sn xut sn phm ca doanh nghip v cc i th cnh tranh. quyt nh mua cc yu t u vo, doanh nghip cn xc nh r c im ca chng, tm kim ngun cung cp, cht lng v la chn nh cung cp tt nht v cht lng, uy tn giao hng, tin cy v m bo gi h. Nhng bin i trong mi trng cung cp c th tc ng quan trng n hot ng marketing ca doanh nghip. Cc nh qun tr marketing cn theo di cc thay i v gi c ca nhng c s cung cp chnh yu ca mnh. Vic tng gi ph cung cp c th buc phi tng gi c, iu s lm gim st doanh s d liu ca doanh nghip. Cc nh qun tr marketing cn phi quan tm n mc c th p ng ca cc nh cung cp v nhu cu cc yu t u vo ca doanh nghip. S khan him ngun cung cp s nh hng n tnh u n trong kinh doanh, v do vy nh hng n kh nng phc v khch hng ca doanh nghip. Nhiu doanh nghip thch mua t nhiu ngun cung cp trnh l thuc vo mt nh cung ng c th d dng nng gi v cung cp hn ch. Doanh nghip cn xy dng mi quan h lu di vi cc nh cung cp ch yu. Trong nhng thi k khan him, doanh nghip cng cn phi lm marketing i vi cc nh cung cp mua c ngun nguyn liu cn thit. Cc trung gian marketing Cc trung gian marketing l nhng c s kinh doanh h tr doanh nghip trong vic c ng, bn hng v giao hng ca doanh nghip n tn tay ngi tiu dng. H bao gm: Cc trung gian phn phi sn phm: cc nh bun (bn s v l), i l, mi gii. Cc trung gian phn phi to nn s tin li v a im (tn tr sn phm gn ni khch hng c tr to nn s sn c cho vic mua sm), tin li v thi gian (bng cch m ca nhiu gi hn khch hng mua thun tin), tin li v chng loi (chuyn mn ha ca hng hay sp xp, b tr cc quy by sn phm tin cho vic la chn ca ngi mua), tin li v s hu (bng cch chuyn sn phm n khch hng theo cc hnh thc thanh ton d dng nh tr bng th tn dng). Cc c s h tr hot ng phn phi, bao gm h thng cc doanh nghip kinh doanh kho bi v bo qun; cc c s vn chuyn...gip cho doanh nghip tn tr v vn chuyn sn phm t im gc n ni tiu th. Cc doanh nghip phi quyt nh la chn hnh thc v phng tin vn chuyn no cho hiu qu nht trong s so snh v chi ph, giao hng, tc v an ton. Cc c s dch v marketing nh cc c quan nghin cu marketing, cc cng ty qung co, cc hng truyn thng v cc hng t vn v marketing h tr cho doanh nghip trong vic hoch nh v v c ng sn phm n ng ngay th trng. Cc trung gian ti chnh: ngn hng, cc c s tn dng, cc cng ty bo him v cc t chc ti chnh khc c gp phn trong nhng cuc giao dch v ti chnh, bo him cho cc ri ro lin quan n cng vic mua v bn sn phm. Doanh nghip cn phn tch c im v tnh hnh hot ng ca cc trung gian c chnh sch thch hp nhm thit lp v duy tr cc quan h tch cc, ng thi doanh nghip cng c th c cc phn ng cn thit nhm iu chnh, thay i chnh sch phn phi sn phm thch hp vi cc thay i trong hot ng ca cc gii trung

gian. Khch hng Doanh nghip cn phi nghin cu th trng khch hng ca mnh mt cch k lng. Doanh nghip c th hot ng trong 5 loi th trng khch hng: Th trng ngi tiu dng, gm nhng c nhn v gia nh mua hng ha v dch v tiu dng cho chnh h. Th trng k ngh hay th trng doanh nghip sn xut, bao gm nhng t chc mua hng ha v dch v cho cng vic sn xut ca h kim li, hoc hon thnh cc mc tiu khc. Th trng ngi bn li, gm nhng t chc mua hng ha v dch v bn chng kim li. Th trng chnh quyn v cc t chc phi li nhun, gm c cc c quan Nh nc v cc t chc phi li nhun mua hng ha v dch v to cc dch v cng ch, hoc chuyn nhng nhng hng ha v dch v ny cho nhng ngi cn n chng. Th trng quc t, l nhng ngi mua nc ngoi gm ngi tiu dng, ngi sn xut, ngi bn li, cc c quan Nh nc nc ngoi. Cc i th cnh tranh Phn tch cnh tranh l mt trong nhng ni dung quan trng v l c s ca hoch nh chin lc. Khi phn tch cnh tranh, doanh nghip cn xc nh: Ai l i th cnh tranh ch yu? Quan im hiu c thc cht ca cnh tranh l tm cch phn tch i th trong mi quan h vi khch hng.Ngi bn cn bit c quan im ca khch hng v nhu cu, c mun, c tnh ca sn phm v nhiu iu khc na trong s gii hn v kh nng mua sm ca h. C nhiu loi i th cnh tranh, bao gm cc i th cnh tranh v c mun (nh phng tin i li, du lch, nh ...), i th v chng loi (xe hi, xe my,...), i th v hnh thc (xe my ua, xe my thng dng,...), i th v nhn hiu (Yamaha, Honda, Suzuki,...). im mnh, im yu ca i th l g? Sn phm, h thng phn phi, gi bn, qung co... c im th trng cnh tranh (cnh tranh hon ho, cnh tranh c c quyn v.v...). cnh tranh c hiu qu, doanh nghip phi gi bn mc c bn trong t duy, c gi l 4C ca vic nh v th trng. Phi xem xt c tnh ca ngi tiu dng, cc h thng v vic cnh tranh, c c im ring ca n nh mt doanh nghip. Marketing thnh cng chnh l vn phi hp mt cch hon ho v hiu qu ca doanh nghip vi khch hng, h thng v cc i th cnh tranh. Cng chng Doanh nghip khng ch cn phi hiu cc i th v tm cch cnh tranh thnh cng vi h p ng i hi ca th trng mc tiu, m cn phi nhn thc hng lot cc vn v li ch cng cng lin quan n cng chng. Mt gii cng chng (publics) l bt k nhm ngi no c lin quan thc s hay tim tng, hoc c tc ng n kh nng ca mt t chc trong vic thnh t cc mc tiu ca t chc y. Doanh nghip cn chun b cc k hoch marketing i vi cc gii cng chng cng nh i vi cc th trng ngi tiu dng. Mi doanh nghip thng c cc gii cng chng sau: Cng chng ti chnh. Cc t chc ti chnh, ngn hng, nh u t, cng ty chng khon, cng ty bo him nh hng n kh nng vay vn ca doanh nghip.

Cng lun (Media publics). Doanh nghip phi gieo c lng tin ca cc t chc cng lun, c bit l bo ch, tp ch, truyn thanh, truyn hnh. Cng chng chnh quyn (Government publics). Cc doanh nghip cn ch n nhng kin ca chnh quyn khi hnh thnh k hoch marketing nh qung co ng s tht, sn xut an ton, cc lut l chng cnh tranh. Gii hot ng x hi (Citizen action publics). Cc hot ng marketing ca doanh nghip c th b cc t chc ngi tiu dng, t chc mi trng v cc t chc khc cht vn. V d, mt s nh chuyn nghin cu khch hng tn cng ko, cho l chng t gi tr dinh dng, lm su rng v.v... Cng chng a phng (Local publics). Mi doanh nghip u phi giao tip vi gii a phng nh cc t chc a phng, nhng ngi lng ging. Nhiu doanh nghip ln thng b nhim mt chuyn vin giao tip vi a phng nhm gi mi quan h, tham d cc cuc hp, tr li nhng cu hi v ng gp vo cc cng vic t thin. Cng chng tng qut (General publics). Cc doanh nghip cn phi quan tm n thi ca cng chng i vi cc hot ng v sn phm ca mnh. Mc d cng chng khng tc ng n doanh nghip nh mt lc lng c t chc, nhng n tng ca cng chng i vi doanh nghip s nh hng n khch hng ca doanh nghip. Cng chng ni b (Internal publics). Cng chng ni b ca mt doanh nghip bao gm s cng nhn lao ng v lm vic tr c, cc nh qun tr v hi ng qun tr. Khi ngi nhn vin cm thy thoi mi vi doanh nghip ca h, th thi tch cc ny s lan sang c cc gii bn ngoi doanh nghip